The food delivery giant is testing a new budget-friendly app in Pune, targeting students and young professionals with meals priced between ₹100-150.
Swiggy, India's leading food delivery platform, has quietly launched a new mobile application named "Toing," specifically designed for affordable food ordering. Currently available in select areas of Pune, this strategic move marks Swiggy's latest experiment to capture the budget-conscious consumer segment, a demographic often comprising students and young professionals.
This initiative is a significant step for Swiggy, as it's the first time the company is testing a new application outside its headquarters in Bengaluru. Toing aims to provide single-person meals, including mini-meals, burgers, sandwiches, and desserts, with a typical order value ranging from ₹100 to ₹150. The app's green and pink color scheme is designed to appeal to a younger audience.
Key Features of Swiggy's Toing App:
- Budget-Friendly Meals: The core focus of the app is to provide affordable meal options, with most orders falling in the ₹100-150 price range.
- Focus on Single-Person Meals: The menu is curated to offer meals suitable for one person, such as mini-meals, burgers, and sandwiches.
- Restaurant-Sourced Food: Unlike some competitors that rely on cloud kitchens, Toing sources its food from actual restaurants.
- Targeted Launch: The app is currently live in specific locations in Pune, including Kothrud, Hinjewadi, Wakad, Aundh, and Pimple Saudagar.
- Standalone App: Toing is a separate application from the main Swiggy app and is available on both the Apple App Store and Google Play Store.
Toing vs. Other Swiggy Offerings
Swiggy's ecosystem of affordable options is expanding. Toing is designed to coexist with other budget-friendly services like the in-app '₹99 Store' and the quick-snack app 'Snacc'. Here’s how they compare:
| Feature | Toing | ₹99 Store | Snacc |
| Platform | Standalone App | Feature within the main Swiggy app | Standalone App |
| Primary Offering | Proper, but small, single-person meals | A curated list of budget-friendly dishes | "Canteen-like" quick snacks |
| Price Range | Typically ₹100 - ₹150 | Items priced at or around ₹99 | Varies, focuses on snack items |
| Key Differentiator | A dedicated app for complete, affordable meals | Integrated budget discovery on the main app | Ultra-fast delivery (e.g., 10 minutes) |
A Strategic Move in a Competitive Market
Swiggy's launch of Toing is a clear strategic move to compete with other players in the affordable food delivery space, such as Zepto Cafe. By launching in Pune, a city with a large population of students and young professionals with potentially lower disposable incomes, Swiggy is testing the waters for a new service that could be scaled to other cities if successful.
This move also comes as Swiggy is reportedly planning to sell its stake in the bike-taxi and delivery firm Rapido, which also has its own food delivery service, Ownly. The launch of Toing indicates Swiggy's intention to strengthen its own portfolio of services and directly cater to a wider range of customers.
Availability: The Toing app is currently available for download on both the App Store and Play Store, but the service is limited to select locations in Pune. Swiggy has not yet announced any plans to expand the service to other cities.
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